An analysis on the usage of artificial intelligence for public relations in Uganda

Abstract

This study examined the use of AI within public relations practice in Uganda. Given the limited body of scholarship on this subject in the Ugandan context, the study sought to address this gap by exploring how AI is utilized in the country’s public relations and communication management sector: Specifically, the AI tools used, its effectiveness, and the challenges faced by public relations practitioners in employing AI for PR work. The study was quantitative in nature and guided by the Domestication Theory and Technology Acceptance Model (TAM). The Domestication Theory offered insights into how these AI technologies are appropriated, adapted, and integrated into everyday professional routines within specific cultural and organizational contexts, while TAM provided a framework for understanding how perceived usefulness and ease of use influence practitioners’ attitudes and intentions toward adopting AI tools for public relations. The survey method was used, and the data was collected using a self-administered questionnaire developed and administered using Google Forms and analyzed with the Statistical Package for Social Sciences (SPSS V25). Study findings indicate that PR practitioners were familiar with using AI in public relations, though they lacked formal training in its application. It was found that AI has helped to enhance the efficiency of public relations tasks, improve the accuracy of data analysis in PR campaigns, and aid decision-making. However, challenges related to high costs associated with acquiring tools and software, lack of technical knowledge, limited availability of AI tools tailored for PR work, and resistance from colleagues and management, among others, affect its use. The study recommended that to enhance the effectiveness of AI usage, organizations should provide formal training programs specifically tailored for PR practitioners to bridge the knowledge gap. Since a significant portion of PR practitioners use AI tools daily, it is recommended that firms incorporate continuous learning and up-skilling initiatives to help PR professionals keep pace with the rapid advancements in AI technology.